Blued is currently the largest gay social network app in the world. Its focus on building an online community empowers verified users to discover new people and connect with members. Its features also include online socializing, live broadcasting, and group conversations. With 27 million users across China and beyond, that’s what we call squad goals.
Blued’s goal was to acquire high-quality new mobile users for their app at scale. With a focus on campaign optimization and control, they turned to Leadbolt to leverage the knowledge and experience for their social solution.
ADVERTISER: BlueCity Holdings
APP ADVERTISED: Blued
CATEGORY: Social Networking
CAMPAIGN TYPE: User Acquisition
AD FORMATS: In-Feed Video, Static, Carousel
MEDIA SOURCES: Facebook Audience Network /
TIME PERIOD: February – March 2018
Leadbolt’s media buy team played an important role in launching user acquisition campaigns for Blued on
Facebook, aiming to increase downloads from quality users across Latin American, and Southeast Asia.
To reach Blued’s mix of user segments effectively, Leadbolt’s media buy team developed multiple key
targeting strategies, including exploiting Facebook Lookalike Audiences and granular Likes & Interests
features. With our history of delivering 10+ billion impressions monthly across our network, Leadbolt was
able to use extensive device data and audience insights to provide advanced targeting capabilities.
Moreover, with in-depth understanding of the local audience, dedicated account management and
multi-cultural creative support, the Leadbolt team introduced localization-focused creative strategy for the
campaign, resulting in significant improvement in campaign performance.
“We loved the fact that Leadbolt’s media buying team took great care of all of the campaign management, which were usually headaches to us, through the timely dedicated support during the process. Thanks to Leadbolt, from start to finish, we experienced hassle free campaign execution and were very satisfied with the performance.”
– BLUED MEDIA DIRECTOR OF USER ACQUISITION
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